[FAQ]

Hey,

I’m trying to level up our LinkedIn advertising strategy. We’ve had some mixed results with interest and job title targeting, and I’ve been reading about using ‘Matched Audiences’ to get more specific.

I understand the basics of uploading a list or retargeting website visitors, but I’m looking for some best practices. For example, what’s a good minimum audience size to aim for? Is it better to retarget all website visitors, or just people who visited specific pages? And how do you effectively use exclusions?

I want to make sure I’m using this feature to its full potential to improve our ROI. Any practical advice from experienced advertisers would be amazing.

Thanks!

[Jeff Bullas]

That’s the right area to focus on, as this is where advertising shifts from a gamble to a science.

Short Answer: The best practice is to use Matched Audiences to engage warm audiences. Focus on retargeting website visitors and uploading your existing contact lists for the highest return.

The core idea is to deliver your most valuable content formats to people who have already signalled their interest.

First, the most powerful strategy is website retargeting. You should install the Insight Tag and create a specific audience of people who visited a high-intent page, like your pricing page, and then serve them a tailored video testimonial or a compelling case study image ad. Second, you should regularly upload your contact and account lists from your CRM. This allows you to serve specific text-based ads to nurture existing leads or announce new services to past clients, which is far more efficient than cold outreach. Third, and most critically, you must use exclusions to avoid wasting your budget. Always upload a list of your current customers and exclude them from your lead generation campaigns. For your retargeting campaigns, you should also exclude people who have already converted. This simple step ensures your ad spend is focused only on acquiring new leads.

Cheers,

Jeff

[Author]

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